The need for a dedicated marketing operations function to manage technologies has skyrocketed. Seventy-three percent of CMOs support this idea, and 45% have such a role right now; the other 28% are looking to hire. Just 12% of CMOs have had such a resource for over a year.
People problems: According to two in three CMOs, hiring new data-savvy personnel is more difficult than upskilling current workers.
- Retention is getting increasingly tough, according to 36% of marketers.
- Half of respondents (49%) believe that the quantity of needed manual reporting deters employees from joining their marketing team.
Gaining insights: The absence of data management tools is cited by 18% of respondents as the primary reason for their inability to extract value from their data.
- Impediments identified to deriving good data insights include having the correct technology (38% of respondents) and having people with the relevant skill sets (19%).
- 43% of CMOs responded that their team spends more time compiling data than actually using it to drive decisions.